Scratch Pet Food delivers premium, eco-friendly, and subscription-based Australian dry dog food made with high-quality, whole ingredients directly to your door.
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See all ads on AdLibrary →Scratch Pet Food was founded in Melbourne in early 2018 by Mike Halligan and Doug Spiegelhauer (ex-big pet food). The brand offers a subscription-only dry dog food service made with 98% Australian ingredients, personalised to each dog's size, age, and activity level. Scratch uses direct-response Meta ads with quiz-based personalisation to drive subscription acquisition and has been recognised in SmartCompany's Smart50 for its rapid growth. Also searched as Scratch.
Scratch's advertising is built around personalisation as the hook—'Tell us about your dog and we'll build their plan'—which creates inherent investment before the first purchase. Direct-response Meta creative targeting pet-owner demographics by dog breed and size converts cold traffic into subscribers efficiently. Australian ingredient provenance is a secondary trust signal for the domestic market. See their ad creatives at AdLibrary.
Facebook is the primary acquisition channel, with quiz-entry ads ('How big is your dog?') performing well for cold traffic. Instagram carries lifestyle dog content and UGC from happy subscribers. The subscription model means each acquired customer has high LTV, justifying higher Meta CPAs than single-purchase e-commerce. Retargeting sequences use personalised meal-plan previews to close non-converting quiz participants.
Copy is warm, direct, and dog-focused: 'Made for your dog, not for the shelf,' '98% Australian ingredients,' 'Personalised to their size, age, and activity level.' Subscription convenience ('Delivered free to your door, as often as you need') and trial-entry offers ('First box at a discounted rate') reduce acquisition friction.
Scratch demonstrates that personalisation as a marketing mechanic—not just a product feature—dramatically improves funnel performance in subscription businesses. When a prospect answers questions about their specific dog, they feel the product is made for them before they've tried it, creating a psychological commitment that reduces post-purchase cancellation and improves early subscription retention.
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